- Optimizely X Web Experimentation
- Optimizely X Web Personalization
- Optimizely Classic
This article will help you:
- Use Audience conditions to customize who will be included in your experiments, such as:
- Visitors who use certain devices, like phones or tablets
- Visitors in certain locations
- Visitors who come from certain ad campaigns or who use certain query parameters
- Visitors who have certain cookies, like logged-in
When you set up Audiences to target certain visitors in your experiment, you'll build those Audiences using certain conditions. This article provides more detail about each condition, and some common ways to use them to target certain visitors.
Most default audience conditions aren't "sticky," meaning the condition is re-evaluated for the visitor on each new page-load. For example, a visitor may meet the targeting conditions and be included in the experiment early on. If she returns later, maybe with a different browser or language setting that doesn't meet the experiment's audience conditions, she'll no longer be included in the experiment. The exceptions to this rule are the Ad campaigns and New vs. Returning Visitors audience conditions.
Available audience conditions vary based on your Optimizely plan type. If what you see doesn’t match what’s in this article, or you want to learn more about what’s available, please refer to our pricing matrix.
Available on select Optimizely plans only.
This condition allows you create audiences based on 'utm_campaign' campaign source types: visitors who arrive with the parameter 'utm_campaign' will capture the parameter value as a dimension, up to a 20-character maximum (longer values will be truncated). This will let you drill down into campaign keywords such as “holiday_sale”.
Unlike the query parameter condition, the Ad campaign condition is "sticky."
You have a few options for how to target certain ad campaigns:
- Choose equals from the dropdown if you want to target an exact utm_campaign value
- Choose contains from the dropdown if you want to target any utm_campaign value that contains the string that you enter (this is similar to substring match in URL targeting)
- Choose matches from the dropdown if you want to target a value using a Regular Expression
- Choose has any value from the dropdown if you want to target any ad campaign, regardless of what the value is.
For a more in-depth overview of how you can optimize based on ad campaigns, see our article on optimizing SEM campaigns.
This audience condition is "sticky." In other words, if a visitor lands on a page with a query parameter from an ad campaign and gets targeted in the experiment, the targeting will persist after the initial page viewed. The Ad campaign condition is ideal for tracking visitors across multiple pages.
After a visitor is initially bucketed into an experiment using the Ad campaign condition, Optimizely will place this information in the browser's localStorage so that the visitor continues to be targeted, even after they move to other pages on the site.
Browser / Version
Available on all Optimizely plans.
This condition targets your experiment based on a visitor's browser/version. You can include or exclude visitors who are using specific browsers or versions of browsers.
Example: exclude visitors who are viewing the experiment with Internet Explorer.
You have an experiment that doesn't render correctly in Internet Explorer, so you want to make sure that visitors using that browser don't see the experiment.
- Select Browser / Version, then Visitor is not using any of these browsers.
- Choose Internet Explorer (any version) from the drop down. This will exclude all visitors viewing the URL on any version of Internet Explorer.
Available on select Optimizely plans only.
To target based on whether or not the visitor has a cookie from your site, enter the cookie's name. This will check whether that cookie is set or not. You also have a few options for how to target certain cookie values:
- Choose equals from the dropdown if you want to target an exact cookie value
- Choose contains from the dropdown if you want to target any cookie that contains the string that you enter (this is similar to substring match in URL targeting)
- Choose matches from the dropdown if you want to target a value using a Regular Expression (note, at this time, Optimizely does not support flags.)
- Choose has any value from the dropdown if you want to target based on the presence of a cookie, regardless of what the value is.
Cookie targeting is case sensitive for both names and values. If you need your cookie targeting to be case insensitive, please contact support or let us know in the Optiverse Community.
The most common use cases for this condition include setting audiences by their logged-in state, and creating a test cookie to preview your experiment.
Example: exclude visitors who have previously seen a certain promotion.
You're running a pop-up banner that highlights a new-user promotion. You want to run an experiment on this banner, but you also want to ensure that the experiment is only counting visitors for those who actually see the banner. You know that a cookie “seen_promo=true” is set on visitors when the pop-up appears.
- Identify how you're going to differentiate between visitors who have and have-not seen the promotion.
- Select Cookie, then Visitor does not have any of these cookies.
- Add the cookie name (seen_promo) in the left input field and the cookie value (true) in the right input field.